20.500.12556/DKUM-12159 IZVOZNO TRŽENJE V ARABSKI KULTURI - PRIMER PODJETJA GORENJE D.D. EXPORT MARKETING IN THE ARAB CULTURE - THE CASE OF GORENJE D.D. COMPANY Poznavanje kulture, njenih sestavin, značilnosti in njenega vpliva na poslovanje, je bistvenega pomena pri obvladovanju kulturnih razlik. Kulture se med seboj razlikujejo, imajo svoje posebnosti in drugačnosti. Kulturne razlike so lahko skoraj nevidne, vendar obstajajo in so bistvene za določeno kulturo. Zato se mednarodno poslovanje bistveno razlikuje od poslovanja na domačem trgu. Pri mednarodnem poslovanju je pomembno poznavanje poslovnih običajev, načina poslovnih pogajanj ter načina komuniciranja in tujih tržišč. Pri obvladovanju kulturnih razlik pa je bistveno poznavanje sestavin kulture in njenega vpliva na poslovanje. V diplomskem delu je opredeljena kultura, opisane so sestavine in dimenzije kulture, opredeljena pa je tudi različnost kultur. Tržnik, ki deluje na mednarodnem trgu, mora biti pripravljen in seznanjen s kulturnimi razlikami, če želi uspešno poslovati in se izogniti nepotrebnim napakam in spodrsljajem. Znati mora zgraditi dobre medsebojne odnose, ki temeljijo na korektnih odnosih in spoštovanju, znati mora poslušati in razumeti poslovnega partnerja. Še posebej mora biti pozoren na elemente kulture, kot so jezik, religija, vrednote, običaji estetika, izobrazba, socialni sistem, politika. Arabska kultura predstavlja visoko razvite kulture in civilizacije. Arabska kultura ni agresivna kultura in se ravna po načelih islama, zato je pri poslovanju z arabskimi državami potrebno upoštevati različno razumevanje poslovnih konceptov. Vodilo islamskega poslovanja sta pravičnost in legitimnost. Poslovanje in poslovno obnašanje predpisuje Koran, muslimani pa verjamejo, da vso lastništvo pripada bogu Alahu. Gorenje d.d. je svoje poslovanje razširilo tudi na trge arabskih držav. Na te trge je vstopilo z ustanovitvijo hčerinskega podjetja oziroma predstavništva, Gorenje Gulf, v Dubaju. To obliko vstopa je izbralo zaradi lažjega vstopa in političnih razmer. Gorenje Gulf išče potencialne kupce na trgih arabskih držav in na teh trgih promovira blagovno znamko Gorenje. Knowledge of culture, its components, characteristics and its impact on business is essential in dealing with cultural differences. Cultures are different, have their own particularities and distinctiveness. Cultural differences can be almost invisible, but there are essential for a particular culture. Therefore, the international business differs substantially from operating domestically. In international business, it is very important to know the business practices, business negotiations and how to communicate in the foreign markets. In dealing with cultural differences, it is essential knowledge of the components of culture and its impact on business. In my thesis, I defined culture, described the components and dimensions of culture, and specify the diversity of cultures. When businessman, operating in the international market must be prepared and aware of cultural differences, in order to operate successfully and avoid unnecessary errors and slippage. The businessman must be able to build good relationships based on honest and respectful relations, must be able to listen and understand the business partner. And particular businessman should pay attention to elements of culture such as language, religion, values, traditions aesthetics, education, social system, politics. Arab culture present highly developed culture and civilization. Arab culture is not aggressive culture and it is guided by the principles of Islam, therefore, in dealing with the Arab countries need to take into account the difference in understanding of business concepts. The principle of the Islamic business are justice and legitimacy. Operating and financial performance provides Koran, and Muslims believe that all ownership belongs to God Allah. Gorenje d.d. has also expanded its operations to the markets of Arab countries. In these markets have entered through the establishment of a subsidiary or representation, Gorenje Gulf, in Dubai. This entry form is selected for ease way to entry on the market and because of the political situation. Gorenje Gulf looking for potential buyers in the markets of Arab countries and in these markets promotes the brand Gorenje. Ključne besede: Kultura izvozno trženje poslovni običaji in pogajanja arabska kultura Gorenje d.d.. Keywords: Culture export marketing business practices and negotiations Arab culture Gorenje dd. true true false [P. Kumer] Slovenski jezik Angleški jezik Diplomsko delo 2009-10-10 08:47:51 2010-06-28 11:42:09 2022-04-12 07:15:44 2022-04-19 03:14:20 2009 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.5 10146076 URN:SI:UM:DK:JDQR0DTG VS_Kumer_Petra_2009.pdf VS_Kumer_Petra_2009.pdf 1 133C4A42430C583215DA00323EB73571 e509565ad9927033a01f06986ea96f1f2c4f78c0b22493572f2b2bdcbeaeb900 54b56373-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/76a3f19c-51b9-4797-b7a7-238a95cb717b https://dk.um.si/Dokument.php?lang=slv&id=11415 Ekonomsko-poslovna fakulteta 0 0 0